Beer, Cider, FABs
The key drivers for shopping missions of beer/cider/fabs in convenience are:
Location & Convenience
Over 50% of shoppers will live within walking distance, or the store is on their bus route therefore making sure smaller packs are available is critical.
Top Up Shopping
Timing - over 70% of alcoholic beverages shoppers will visit between 5pm - 8pm.
Immediate Consumption
Over 80% of alcoholic beverages will be purchased within a few hours - chilled beer is a huge opportunity to get a competitive edge.
Here are some tips to help you maximise your sales:
- Have a dedicated area for promotions off the main fixture, use gondola ends to display the offers;
- Use promotions from your wholesaler on key brands to pass on savings to your customer;
- Maximise your store’s sales by offering solutions to your customers. Try meal deals- beer and curry/pizza for a set price;
- Place your beer/cider/fabs near the ready meals to encourage impulse purchases.
Basic rules:
- Group brands and sizes together (e.g. 4-packs, 70cl and singles) to make them easier to find;
- Make sure there are at least 2 of each best-selling product;
- Put top selling brands at eye level with multipacks and larger bottles towards to bottom of fixture/chiller;
- Stock FABs in the chiller.
You can get in- depth information on this category from Scottish and Newcastle and Diageo.